Copy is an integral part of any successful Board Members Email List marketing campaign. The web is full of articles on how to optimize the main copy on your landing pages and throughout your site.
But the unsung hero of the copy world is microcopy.
Microcopy is the small pieces of text on your website that guides user experience. This could be in form fields, CTA buttons and many other places. Microcopy can be used for a variety of different roles including:
Helping a visitor to use your site easily
Preventing them from leaving due to frustration
Building trust: A survey by PayPal found that 46% of Americans still fear entering payment details online. Microcopy can be a great way to alleviate these concerns.
Effective microcopy can achieve all of this at the same time.
I’m sure people are familiar with this piece of microcopy:
The use of this particular piece is twofold.
It shows users unfamiliar with Facebook what the status section is for.
It shapes the Facebook landscape by encouraging users to talk about their feelings over other topics.
Types of Microcopy
There are numerous microcopy types found on the web. Here are a few examples:
Microcopy can be used for a number of functions in emails.
In her monthly Yoga with Adriene newsletter, yoga teacher Adriene has added the question, Getting too much email from Adriene? along with the option to unsubscribe:
The copy adds a personal touch by including her name and asking politely instead of using robotic text such as click here to unsubscribe. It also aligns with her branding values of compassion and helping.
A very common use of microcopy is to assist in password generation. Below is an example from MailChimp.
This copy doesn’t inject much brand personality into the site but it gets the job done.
Call to Action Buttons
Call to action microcopy is one of the most important types when it comes to the success of your business. You are not just guiding user experience here; you are turning a visitor into a subscriber or a customer.
The words you pick are crucial.
Below is an example from our very own website, Pagewiz.
The wording is short and succinct. Using the word “take” instead of “get” – or a similar verb – emphasizes that Pagewiz is letting you have something for free.
Choosing your microcopy carefully will ensure you maximize sign-ups to your free offers and promotions. Social Media Examiner does it well when promoting their Social Media Marketing Industry Report.
The short phrasing and the exclamation mark signify urgency creating a sense of need in the reader.
Error Pages and Notifications
Displaying errors to the user is the perfect opportunity to be helpful and add branding at the same time.
A lot of businesses make excellent use of microcopy on 404 pages.
Below is an example from construction company Ditto.